Four kinds of practice. Four different problems. A therapist fills a caseload, a psychiatrist fills an evaluation slot, a ketamine clinic answers weeks of research, and a program fills its next start date. We run each one differently — and count all of them in booked appointments.
Book a 30-minute callMental health marketing is how a therapy, psychiatry, ketamine or intensive outpatient practice gets found and booked, inside rules that treat mental health as a sensitive category: no targeting by condition, no patient lists in ad platforms, and no testimonials solicited from current clients. Fill The Lobby is a patient acquisition and retention agency for cash-pay and private-pay practices in the US that runs the ads, the booking path and the follow-up itself, after running the same work on its founders’ own platforms.
A private-pay caseload fills one presenting problem at a time: an ad per niche, your fee on the page before the consult call, and booking that works at 9pm. Therapy practice marketing
New evaluations booked around the med-management block, with the phones and the follow-up run as one system instead of three vendors. Psychiatry practice marketing
The most researched decision in mental health. Education first, follow-up that lasts weeks, and ads that describe the service without the prescription drug terms Google restricts. Ketamine & Spravato clinic marketing
Inquiries sorted by level of care and paced to your start dates, in the right advertising category from day one — addiction treatment and mental health programs sit under different rules. IOP & PHP marketing
The rules come first.
We sign a BAA before any patient data moves. No PHI in ad platforms, no patient lists used for targeting, and no testimonials or outcome claims.
Google treats health as a sensitive category in its personalized advertising policy, so health advertisers can’t use audiences they build themselves. Meta removed detailed targeting for health causes in January 2022. What’s left is intent: what someone typed into a search box.
Meta’s personal attributes policy doesn’t allow ads that imply knowledge of someone’s health. Its own example: “Depression getting you down?” is out; “Depression counseling” is fine. We write every ad to that line.
Standard 5.05 of the APA Ethics Code says psychologists don’t solicit testimonials from current therapy clients, and counseling and social work codes and state boards set their own limits. We don’t publish patient stories or outcome claims for anyone.
Google requires third-party certification before US addiction-treatment ads can run, and restricts prescription drug terms in ads and landing pages. We settle which rules apply to you in week one, before any ad is written.
“Do you take my insurance?” ends a lot of first calls. Your rate, your session length and whether you give a superbill belong on the page someone lands on, not four minutes into a consult.
People look for help after work and after the kids are down, and they often contact more than one practice. Online booking and a fast reply keep you in the conversation. See patient follow-up.
Broad terms are expensive and bring everyone. The modality, the population or the presenting problem, plus your city, brings the people you can help. Our Google Ads guide for therapists shows the setup.
More people ask an AI assistant before they search. Clear pages that answer one question each, with the same details everywhere, are the ones search and assistants use. See our guide to SEO for therapists.
Psychology Today and the insurance platforms have their place. Treat them as one source of several, and keep the pipeline you own. We compared the options in is Psychology Today worth it? and Grow Therapy vs Headway and Alma.
Therapist and psychiatrist searches that name a city add up to the most in California, Texas and New York: “psychiatrist nyc” gets about 2,850 a month and “therapist houston” about 1,300 (Ahrefs, US, September 2026). Each state page also covers the licensure compacts that decide where telehealth can be advertised. Our state pages list the searches and click costs for every city where they can be measured, so you can see the demand before you choose where to advertise.
We built and run our own clinical platforms — 165+ clinicians, patients in 20+ countries — and we spend our own money on these exact ads every day. Fill The Lobby is that engine, pointed at your practice.
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Reviewed September 2026.